Think back to the time when you received your work laptop.
Too often, organizations invest in shiny new solutions, like DAM systems, only to see them fail due to lack of user adoption. Much like a website, DAM is not a technology that you can set up and walk away from. Not only is DAM not a set-and-forget technology, it is also much more than a project. DAM is a business practice that involves a combination of people, process, technology and data to be successful. DAM is a practice that needs ongoing maintenance and updates, it needs to be properly resourced, and it requires planning to meet the ever-changing needs of your organization.
When changes are made to a DAM practice, it's important to manage those changes effectively to ensure user adoption and continued success.
As such, successful digital asset management (DAM) implementations require far more than just the right technology. In order to avoid failure and wasted investment, it’s important to take a holistic approach that includes creating a strong foundation of all of the elements that are part of your DAM practice - people, process, data and technology - in that order!
As your DAM grows and evolves, so must your:
- people, including stakeholders, leaders, your business sponsor, users, your vendors, and the DAM team
- processes for how you work with digital assets across the digital asset lifecycle and workflow management
- data, including metadata, rights data, and user behavioral data
- and technology, including your core DAM system, but also stretching to your integrations, plug-ins, AI tools, SSO tools, interoperability, updates, cloud storage, and more
This is where change management comes in.